Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

PROSPECTS

Therapeutic and holistic cat food designed for specific health needs gained ground in 2018 and 2019. Aside from better education about cat nutrition among owners, this trend was supported by new launches and improvements in economic conditions.

Dry cat food slowly catching up

Wet cat food is traditionally the most popular variant in Ukraine, with higher retail volume sales than dry cat food. Many cat owners view wet cat food as tastier for their pets and are concerned that cats will refuse dry food.

Cat owners seek to pamper their cats with treats and food inspired by human cuisine

Cat owners increasingly regard cats as members of the family and have a growing focus on cats’ happiness and wellbeing. Many are thus keen to provide their cats with special treats.

COMPETITIVE LANDSCAPE

Nestlé-Ukraine banks on aggressive promotion as it pushes to regain share

Nestlé-Ukraine remained leader in cat food in 2018 and indeed extended its lead, regaining share after severe declines over 2014-2017. Over these years, smaller players took significant shares, with Kormotekh’s value-added mid-priced range, new premium entrants such as Brit and Trainer and private label all posing growing competition.

Domestic player Kormotekh benefits from offering premium-positioned but mid-priced products

Kormotekh, in second place, is the only domestic manufacturer with a wide distribution network, with most others operating on a regional level and holding relatively low value shares. This company took significant share from the leader Nestlé-Ukraine in 2017 and continued to gain share in 2018.

New international players flood in

A flood of new and distinctive international players entered cat food in Ukraine in 2018, including Petcurean, Essential Foods and Monge. Petcurean is a premium Canadian player offering options such as NOW FRESH, positioned as the next-freshest alternative to home-made food, and GO! SOLUTIONS specialised cat food, including products for fussy eaters and grain free recipes.

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